Market Leader Answer Keys And Review For Passing Test Examinations PDF

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MARKET LEADER ANSWER KEYS UNIT 1 Warmer Drums Pigeon post Smoke signals Semaphore Morse code Telephone Newspapers Radio Television Internet Interactive television

Paintings Sculpture Music

Language sign language Body language Dance

Vocabulary: Good communicators A - Good communicators: articulate, coherent, eloquent, fluent, focussed, extrovert, persuasive, responsive, sensitive, succinct. - Bad communicators: hesitant, inhibited, rambling, reserved. B 1. 2. 3. 4. 5. 6. 7. 8.

focussed, succinct. hesitant, inhibited, reserved rambling fluent, eloquent, sensitive articulate, coherent persuasive extrovert responsive

Reading: internal communication A 1. Senior managers hide behind their computers. 2. Staff use voice mail to screen calls. 3. employees sitting next to each other send e-mails rather than speak to each other. B 1. They had language and geographical difficulties, huge amounts of paperwork and great difficulty tracking and monitoring jobs. 2. They installed an automated system so that data was only entered once but could be accessed by everyone in the company. 3. Theobold recommends checking e-mail only three times a day and allocating a set time t deal with it. 4. People use the “reply all” button so e-mail goes to all people who don‟t need it as well as those who do.

5. both departments felt their job security was threatened so they didn‟t communicate with theirs rivals. 6. It is a waste of time unless you also sort out the group dynamics of the company. C 1. 2. 3. 4. 5. 6. 7. 8. 9.

information trouble time factories experience truth support ideas e-mails

Language review: Idioms A a) nutshell f) wavelength b) point g) tail c) grapevine h) purpose d) picture i) brush e) stick j) wines B 1. 2. 3. 4.

g f a jhe

C 1. 2. 3. 4. 5.

b f d h i

5. 6. 7. 8.

i d b c

6. c 7. a 8. e 9. g 10. j

Case study 1 Company Activity Based in Changes in structure since the takeover Gloria Richter‟s e-mail to Gunther Schmidt

Key points of Ursula Krieger‟s e-

HCPS Private health care Geneva, Switzerland More centralised. More decisions made by top management at head office - Staff receiving too many e-mails, many of which don‟t need to be sent. Checking and sorting these is preventing them from getting on with their real work - Staff lounge has been taken away and her staff doesn‟t have the opportunity to meet people from other departments anymore . - Middle managers confused about who to report to

mail to Chris Wright

-

Planned reorganisation hasn‟t happened yet so no one knows what‟s going on No one will take responsibility for authorising financial payments – departments heads unhappy that they can‟t get a quick answer when they need to spend money

2 Type of problem Organisation Documents

Description of problem Staff concern about forming new teams Are too many reports required? Are the contrasts with costumers too complicated? The distance between buildings is creating communication problems. Communication problems caused a loss of an important customer. Staff dealing with customer relations want more money for more responsibility/duties. Lack of trust in management. Flexitime unpopular with one member of staff.

Location of premises Customer relations

Other problems

3 Possible answers 1. Staff should check e-mails at fixed times throughout the day, e.g. early morning and late afternoon only. 2. „Get together‟ meetings and social events should be held so that staff from the two side of the organisation (HCP and Sanicorp) can get to know each other better. 3. the management should consider giving more authority and decision-making power to middle managers, i.e. decentralise the management route. 4. HCPS could produce a new, revised organigram /organisation chart so that reporting producers are clear. 5. the management could consider setting up a staff or consider other ways of developing informal communication, e.g. staff outing, encouraging managers to meet staff after work, etc. 6. the management could review their policy concerning flexitime, following a survey of staff attitudes.

UNIT 2 Starting up A Examples include: - food: Nestlé, Danone - Drink: Coca-Cola, Starbucks - Electrical equipment: Sony, Zanussi - Clothing: Gap, Benetton, Zara - Construction: Bechtel, Halliburton, ABB B 1. Advantages include being able to buy raw materials in large quantities at lower prices, and being able to spread administrative and other costs over a larger number of products sold.

2. problems may include not understanding local tastes and habits, and not understanding the structure of local distribution networks. 3. for methods of entering overseas markets see business brief on page 17. Vocabulary: collocation A 1. monetary regulation 2. government bureaucracy 3. political stability 4. buying habits 5. economic situation 6. income distribution C 1. d 2. c 3. b 4. c 2. 3. 4. 5. 6.

5. b 6. a 7. d

examples might include top-of –the range cars, life-coaching, etc. domestic withdraw slogan a retailer sells to general public, a wholesaler sells to a retailer, usually in large quantities.

Reading: coffee culture B 1. Chile 2. Chile 3. brazil 4. the US 5. Argentina, Peru C 1. 2. 3. 4. 5. 6.

Pike Place Market, Seattle in 1971. a) 3,907 b) 437 a) 1,378 b) 1,180 Japan airline offices, sports stadiums, hotels, bookshops Home market saturation, bad experience in Japan, security problems in Israel, opposition from anti-globalisation movement.

D a) 2, 6, 8, 10, 11, 12 b) 1, 3, 4, 5, 7, 9 E a) 2, 4, 5, 6, 9, 10, 11 b) 1, 3, 5, 7, 8, 12

Skills: brainstorming A 1. yes, but sometimes it is good to be vague about the purpose of the meeting, so that participants don‟t look immediately at the specific solution. This will keep the discussion more open-ended and throw up ideas that otherwise might not have occurred. 2. theoretically, no. the idea is to get everyone involved as equal. But people in some cultures would always expect the most senior to speak first, whatever the type of meeting. 3. probably a good idea. 4. this should be on e of the main features of brainstorming, but sessions where this actually happens must be rare. 5. in theory, yes, but extremely bizarre suggestions would probably be seen as such. 6. easier said than done, but it‟s probably more acceptable to interrupt in brainstorming than other type of session. 7. theoretically, the speculation should be as wide-ranging as possible, but most participants would probably set limits as to what is relevant. 8. probably a good idea. Details can come later in developing particular ideas. D Starting objectives The purpose of the meeting this morning is… What we need to achieve today is… Our objective here is to..

T/N S T/N

Encouraging contributions Don‟t hold back… „fire away‟ Say whatever comes to mind. Any other ideas? Would it be worth sponsoring some kind of events? What about that?

S S T/N T/N T/N T/N

Expressing enthusiasm That‟s great! That‟s the best idea I‟ve heard for long time, That‟s an excellent suggestion. Excellent! We should definitely do some of that. Absolutely!

S S S S S S

Making suggestions I think we could.. I suggest we… One thing we could do is.. I think we‟d reach a great audience… What about press advertising? Would it be worth sponsoring some kind of events? It would be great to do a presentation…

T/N T/N T/N T/N T/N T/N S

Agreeing Yes, that‟s a good idea because..

S

Exactly because.. You‟re absolutely right because.. Excellent! We should definitely do some of that. Absolutely! That might be one way…

S S S S S T/N

Case study Zumo – creating a global brand A Company Zumospa Activity Food and drink Based in Valencia, Spain History Developed nationally, then globally, with acquisitions worldwide Methods Innovative advertising and marketing; careful selection of products; marketing round the world through regional offices Products Many food and drink products, household names Sales Profit Position Zumospa‟s product portfolio Ambitions

€ 30million, 20% of Zumospa‟s total sales € 4.5 million Cash cow To make Zumo a global brand

UNIT 3 Vocabulary: describing relations A Positive meaning Build up relations Cement Foster Develop Encourage Establish Improve Maintain Strengthen Promote Restore Resume B 1. 2. 3. 4. 5.

damage establish strengthened undermined improving

6. disrupted 7. broke off 8. jeopardise 9. building up 10. fostered

Negative meaning Break off relations Cut off Disrupt Endanger Jeopardise Damage Sour undermine

C 1. 2. 3. 4. 5.

e d b a c

Reading: AIG knows everyone A b) insurance B 166:AIG‟s capitalisation in billion dollars 1992: the year that AIG became the first foreign insurer to be allowed into China. 1919: the year that AIG was founded. 80,000: the number of people employed by AIG 130: the number of countries in which AIG has affiliated agents C Maurice Greenberg: the Chairman of AIG Cornelius Vander Strann: an American entrepreneur, the founder of AIG Edmund Tse: the man who runs AIG‟s Asian operations and life insurance worldwide. D The company‟s long-standing presence in the area Maurice Greenberg‟s constant focus on the region and persistent lobbying on behalf of the company in China. The company‟s constant pursuit of close relationships with Asian governments, regulators and powerful businessmen E 1. AIG‟s objective is to get unrestricted access to China‟s vast insurance market. 2. he sees his role as forging relationships with government and influential people by representing the company in high-level discussions 3. Asia is a growth area for insurance and if the company is to continue to grow, it needs to maintain its strength is Asia and increase it by expanding into China. F Pursue relationships (lines 49-50) Build relationships (line 56) Forge relationships (lines 82-83) G 1. 2. 3. 4. 5. 6. 7.

untapped potential long-standing presence unrestricted access affiliated agents emerging markets high-level discussions leading nations

Language review; multi-word verbs B 1. 2. 3. 4. 5.

Get on really well count on build up hold on to put it off

6. Sounded out 7. Let (us) down 8. Set up 9. Draw up 10. call (it) off

C 1. we‟ll have to call the meeting off tomorrow. / We‟ll have to call off the meeting tomorrow. 2. let‟s put off the presentation until next Sunday. / let‟s put the presentation off until next week. 3. we know our suppliers will never let us down.. / we can count on our suppliers to meet the deadlines. 4. We have now set up a first class distribution network in Europe. 5. Could you please draw up a contract as soon as possible. / Could you please draw a contract up as soon as possible. 6. could you set up a meeting with them for the next week. / Could you set a meeting up with them for the next week. 7. we‟ve held on the same market share that we had last year. 8. the new sales manager gets on really well with this team. Skills: networking D A. Haven‟t we met somewhere before? B. Yes, it was at the group sales conference in Portugal last year. A. Oh yes. Very good conference, wasn‟t it? B. We both went to that presentation on networking skills. A. That‟s right! It was one of the most interesting at the conference. Case study – getting to know you Background Company Kimsoong Activity Car manufacturer Based in Korea, European HQ near Paris Structure Retail franchises in most European countries; also tyre and exhaust-fitting services Special features of the company Reliability at low prices Basic models include many features that are usually options Environmentally aware Social conscience - makes donations to environmental groups - eco-car under development Actions - Look after existing costumers well. Develop better understanding of customers through accurate customer profile. - Customer loyalty programme (cost shared

Hoped-for benefits To build up long-term relationships – customers may buy 3 or 4 cars over 10-year period thereby increasing profits.

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50/50 with franchises). To encourage staff to be more active in building up good customer relations.

UNIT 5 Vocabulary: synonyms and word building A 1g 2e 3f 4b 5a 6c 7d B 1. 2. 3. 4.

autonomy bureaucracy burnout pay

5. perks 6. golden handshake 7. appraisal

C 1. a) satisfied b) dissatisfied c) satisfaction 2. a) motivating b) demotivated c) motivation 3. a) frustration b) frustrating c) frustrated Reading: perks that work B 1. lines 88 to 93 2. lines 94 to 107 3. lines 36 to 55 4. lines 58 to 83 5. lines 24 to 32 6. lines 9 to 14 C 1. 2. 3. 4. 5. 6. 7. 8.

personal problems (line 13) financial planning (line 14) top performers (line 26) general manager (lines 63-64) common sense (line 69) social responsibility (line 75) corporate culture (line 84) employee loyalty (line 98)

D 1. 2. 3. 4.

personal problems 5. social responsibility employee loyalty 6. top performers general manager 7. common sense corporate culture

Language review: passives A 1c 2e 3h 4d 5d B 1. 2. 3. 4.

6g

7a

8f

have been conducted 5. were paid be perceived 6. were paid are entered 7. is reduced were given

C Procedure Questionnaires were distributed to all departments. Al managers were interviewed. A sample of workers was canvassed. Present problems Staff are not being consulted. Flexitime is not being allowed. Measures to improve job satisfaction since March Staff have been consulted properly. Research into flexitime has been carried out. Incentive recommendations A new scheme should be introduced from 1 Nov. A system of team bonuses should be adopted. Further research should be carried out into a share option scheme. Skills: handling difficult situations A 1h 2g 3d 4e 5f 6b D 1. 2. 3. 4.

7a

8c

that‟s really bad luck. I know how you must feel. I don‟t know how to tell you this but.. I was thinking that it would be good to have a chance to talk about the contract over dinner. I hope you don‟t mind me saying this, but actually it‟s not very comfortable. Would it be possible to move?

Case study – office attraction 1 Working atmosphere preferred by Karl Jansen, MD Staff rule book Company culture Working hours Competition with other companies ad its effects Close relationships between members of staff

Relaxed Slim Casual, maybe too casual Long Fierce, causing stress among employees Increasingly common

Subject Main point

Policy on office relationships KJ‟s concern about relationships between members of staff Result of three recent relationships Damaged performance of those concerned as well as that of colleagues Names of those involved and nature of Tania Lordan-appointment problems John Goodman- re-assignment Derek Hartman- complaints

UNIT 7 Warmer 2. e-mail 3. e-business 4. e-conomy 5. e-tailing 6. e-fulfilment Vocabulary: Internet terms A Browse: to look through a series of web pages, perhaps those of a particular site, or ones found by a search engine relating to a particular topic. Directories: lists of sites of similar organisations, or of sites with information on relative topics. Hits: the number of visits that a particular site receives or the site found by a search engine that contain the key word you entered. Key word: a word that you enter into a search engine in order to find sites with web pages that contain this word. Locate: find information, a site, etc. that you‟re looking for. Net: another word for Internet. Online: used as an adjective or adverb to talk about activities related to the Internet. Search: to look for particular information or a particular site, or the act of looking for it. Search engines: sites like Google, Yahoo, AltaVista, etc. that allow you to find other sites with the information you are looking for by entering keywords or expressions. Site: a series of related screens with information about a subject, organisation, etc. Surfers: people who go and look at different sites, perhaps in a random way with no particular purpose in mind. Traffic: the number of people looking at a site in a particular period. B 1. 2. 3. 4. 5. 6.

Net Search engines traffic site search key word

7. hits 8. surfers 9. online 10. directories 11. browse 12. locate

Reading: Internet shopping A A „bricks and mortar retailer‟ is a traditional business with a shop (perhaps on the high street or in a shopping centre) which customer can visit in person in order to choose and buy the goods they want. Examples would include any high-street store, which doesn‟t sell online. An „online retailer‟ sells goods through a website on the Internet. Increasingly many businesses have both high-street shops and websites through which they sell their goods. However, Amazon and Dell are examples of pure online retailers, which have no shops. C 1. 2. 3. 4. 5. 6.

Paragraph 3 Paragraph 1 Paragraph 6 Paragraph 2 Paragraph 5 Paragraph 4

D 1. Online selling requires heavy investments. Choices need to be made about whether to run the operations themselves or whether to outsource them. They need to decide whether to use the same sourcing model from the same factories and whether to have different distribution centres. 2. Tesco‟s online grocery business is the biggest in the world and it has helped another supermarket chain to set up an Internet operation. Rakuten is the biggest e-commerce site in Japan. The number of its shops has increased from 13 to over 10,000. Its share of the ecommerce market is three times bigger than that of its nearest rival. 3. they need to get the technology and the orders right, but also have to provide fun and entertainment, making shopping online a nice experience for the customer. They always have to be doing something interesting and something different to attract customers. E 1. 2. 3. 4.

distribution centre (lines 106 to 107) online retailing (lines 2 to 3) designer labels (line 142) delivery charge (lines 78 to 79)

F 1. 2. 3. 4.

delivery charge auction houses shopping mall online retailing

5. 6. 7. 8.

5. 6. 7. 8.

supermarket chains (line 123) shopping mall (lines 112 to 113) auction houses ( lines 15 to 16) mail-order catalogue (lines 31 to 32)

supermarket chains designer labels distribution centre mail-order catalogue

Language review: Conditionals If you (or we) lose that password, we‟ll never be able to access that file again If you tell us what you need to get the job done, you‟ll have it. If you need any further information, please contact our helpline. If the market conditions had been better, the share offer would have been a success. If we are given time, our factory can meet all those orders.

A 1. 2. 3. 4. 5. 6.

reflecting on the past advice promise speculating about the future bargaining promise

7. speculating about the future 8. invitation/ request 9. promise/ bargaining 10. advice/ warning / threat 11. reflecting on the past 12. request

C If they‟d set up the site properly, they wouldn‟t have had so many complaints. If they‟d planned more carefully, they wouldn‟t have had so many problems If they‟d used an expert, their site would have been better. If they hadn‟t tried to cut corners, they wouldn‟t have ended up in this situation. If they‟d allocated a bigger budget, they would have saved money in the end. If they‟d recognised the problems earlier, they would have been able to correct them. If they‟d listened to customer feedback, they would have some customers left today. If they‟d done more research, they wouldn‟t have made...